Abstract

ABSTRACT
Marketing is a distribution flow in a company where came production and distribution activities. Production is cigarette making process, while distribution was distributing production result to the consumer. From the marketing strategy, promotion division not only watching market segment, but also has role in reaching selling marketing stated by the company since price became the most powerful support which contributed to the products in market, HF. Prima Malang cigarette promotion has marketing area and market share involving Malang area and outside Malang. In its promotion, Sangkar Emas cigarette as branch market of HF. PRIMA cigarette company socialized the product by giving promotion price. Marketing strategy is a social process and managerial where individual and group get needs and will by creating, offering, and changing something each other. The marketing strategy was an activity aimed to fulfill certain needs. Theory used in analyzing the phenomena was structural functionalization theory and voluntaristic theory by Talcott Parsons. The research was done by qualitative approach with descriptive method. Data collection was done through: observation and interview and documentation. After it was validated, data analyzed by serving and analyzing then concluding. From the data, there could be concluded: (1) marketing inhibition in promotion division faced by HF. PRIMA Malang cigarette company were: lack of reaction in reading situational change or marketing condition, whether related with financial or marketed things, especially promotion. Beside, stuff stock and lack of promotion and decreased product quality and unsupported stock for promotion; (2) promotional strategy forced selling above social actor where the employee needs skill in market segment and image strengthen in product also consumer to reach target promotion and reach balance in company’s financial and existing product stock. Beside, promotion had to be fit with existing segment in order to get potential consumer with products’ symbols